Property: In-Deed gets gazanging trending

Rightmove founder Harry Hill brought in Third City for the consumer launch of his latest business,, a website designed to help with the legal side of house-hunting.

Property expert: Phil Spencer
Property expert: Phil Spencer

Campaign: Gazanging
PR team: Third City
Timescale: September 2011
Budget: £15,000



  • To make In-Deed the most talked about new service in the UK property market
  • To challenge the consumer 'inertia' that makes home-buyers default to the lawyer that their estate agent recommends
  • To drive traffic to the site and boost Google search rankings for In-Deed.


Third City worked with property experts including Phil Spencer to identify emerging trends. The team highlighted the growing number of sellers that accept an offer but subsequently decide to stay put - a trend that was termed 'gazanging'.

Research on 'gazanging' was seeded to key property bloggers and influencers and through Spencer's Twitter following. The full results were then released to the mass media fronted by Spencer, with consumers encouraged to discuss the issue under the #gazanging hash-tag.


The story trended on Twitter, was retweeted by more than 650 people and appeared in newspapers including the Daily Mail, The Guardian, The Times and FT.


Google Analytics showed a thirty per cent uplift in traffic to

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